Direct Response--Brochure--Arthritis Foundation of Southeast Michigan
This direct response brochure had to reach three separate target markets
This direct response brochure had to reach three separate target markets
This brochure presented several challenges. First, it had to reach three separate target markets: the person with arthritis, those who could teach aquatic classes and those who have indoor pools for those classes.
Second, it had to be designed to be used in a display or be able to be mailed (as a self-mailer or in an envelope), needing no more than first class postage.
The body of the brochure was targed to those with arthritis and written in a positive, "can do" attitude. Most of the photos of those with arthritis were members of the Southeastern Michigan Chapter, such as the cover photo, showing a happy woman holding the handlbars of a bicycle (if you look closely, you'll see she has arthritis in her fingers.)
All of the testimonials were from people with arthritis who were members of the Southeastern Michigan Chapter.
The two other target markets were addressed in an insert.
To convey positive action, the copy was written around the theme I wrote: "Take control of your arthritis; take charge of your life."
This example demonstrates my ability to write powerful, move-to-action prose.
Please note: Although I was the copywriter, I credit the work of a talented graphic designer who conceived of this format that worked elegantly and used the 2-color process masterfully. The challneges of this brochure could not have been met without her.
(The cover, two of the inside panes, insert and self-mailer, following.)
Second, it had to be designed to be used in a display or be able to be mailed (as a self-mailer or in an envelope), needing no more than first class postage.
The body of the brochure was targed to those with arthritis and written in a positive, "can do" attitude. Most of the photos of those with arthritis were members of the Southeastern Michigan Chapter, such as the cover photo, showing a happy woman holding the handlbars of a bicycle (if you look closely, you'll see she has arthritis in her fingers.)
All of the testimonials were from people with arthritis who were members of the Southeastern Michigan Chapter.
The two other target markets were addressed in an insert.
To convey positive action, the copy was written around the theme I wrote: "Take control of your arthritis; take charge of your life."
This example demonstrates my ability to write powerful, move-to-action prose.
Please note: Although I was the copywriter, I credit the work of a talented graphic designer who conceived of this format that worked elegantly and used the 2-color process masterfully. The challneges of this brochure could not have been met without her.
(The cover, two of the inside panes, insert and self-mailer, following.)
